Being a high luxe brand usually associated celebrities like Rita Ora, Katy Perry or the Kardashian clan, they wanted to make a statement. And they have.The statement is: “This is the weirdest concept fragrance ever.”
Moschino Fresh Couture Eau de Toilette comes in bottle that looks exactly like window cleaner – the juice itself is a lurid blue, and the cap is a plastic spray gun (disappointingly, not a real one, you have to take the lid off to spray the stuff).
To reinforce the high end covetability of the fragrance (because it’s easy to miss otherwise), they have timeless beauty, Linda Evangelista , starring as the face of the campaign.
Oh, isn’t she gorgeous? Though we’re not sure she’s make the best cleaning lady – she looks tired already and she’s only managed half a pane of glass.
“The ultimate dichotomy of high and low”
The fragrance itself is fresh and floral, with bergamot and ylang ylang at the top, raspberry and white peony at the heart and clear woods and white patchouli at the base. It doesn’t smell like window cleaner, we’re happy to report. In fact it’s pretty lovely.
So why have they put it in a cleaning bottle?The creators say:
“The concept for this fragrance was to juxtapose the most mundane and commonplace of all products, the household cleaner, with something so precious – the juice of a luxury brand’s fragrance. Taking the iconography of a bottle that has no aspirational value and using it as the inspiration for a vessel to contain something so luxurious and haute couture, creates the ultimate dichotomy of high and low.”
If you want one of your very own, it’s on sale at Selfridges now; 30ml: £37, 50ml: £54, 100ml: £70.
So there you go. What do you think?